The document outlines an action plan for a marketing campaign with the following key points: 1. The primary objective is to get prospects/students to take a specific action. Secondary goals and the most important message are also identified. 2. The target audience and number of segments are defined. 3. Various media channels like email, social media, and banners ads are listed, along with a schedule for contacting prospects across channels. 4. Responsibilities for copy and creative content are assigned to departments or partners. 5. Details on the microsite are provided, including domain names, number of pages, versions, and where respondents will be directed after completing the site. 6. Important metrics

1. CAMPAIGN ACTION PLAN
1.) CAMPAIGN OBJECTIVES
A. What is the PRIMARY objective of the campaign?
B. What specific ACTION do we want the prospects/students to do?
C. What are the SECONDARY goals for the campaign?
D. What is the single most important message to be communicated?
2.) TARGET AUDIENCE(S)
A. Who is/are the target audience(s)?
B. How many different segments will there be?
3.) MEDIA CHANNELS
A. What media channels will be used to promote this campaign?
Direct Mail Email SMS Text QR Codes Website Banner Ads Social Media Space Ads
Others:
B. What is the schedule of cross-media touches that the prospects will receive?
i. EXAMPLE: Direct Mail Announcements = May 2nd
Email Follow-up #1 = May 10th
Email Follow-up #2 = May 19th
SMS Text Reminder = May 23rd
4.) COPY & CREATIVE CONTENT
A. Who will provide the Copy and Creative elements for the campaign (check all that apply)?
i. Admissions dept.
ii. Marketing/Communications dept.
iii. Third Party Partner (specify which elements they will be responsible for)
iv. Copy and Content will be based on a previous campaign (please specify campaign)
5.) MICROSITE
A. What are the top 3 choices for Domains for the Landing Site?
B. How many pages will there be in the Landing Site?
i. EXAMPLE: 4-Page Site: Welcome Page  Survey Page  Profile Page  Thank You Page
C. How many different versions of the above pages will there be?
i. EXAMPLE: Welcome Page = 2 versions
Survey Page = 1 version
Profile Page = 1 version
Thank You Page = 3 versions
D. Where will respondents be directed once they have completed the Landing Site?
E. Does there need to be a Generic Version (GURL) of the Landing Site?
F. How many different “Thank You” Email Triggers will there be?
6.) CAMPAIGN TRACKING & REPORTING
A. What are the most important Metrics to track?
B. Who will receive real-time lead reports via email?
C. Who is responsible for immediate follow up to respondents?
D. What are the next steps for people who visited the microsite but did not complete a full response?
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